Below the line: A shift towards online advertising has driven revenue declines

The Advertising and Market Research Services industry has performed poorly over the past five years. Industry firms administer a range of services for the government, businesses and other organisations. Advertising agencies provide advertising services, while market research firms conduct targeted market research on behalf of commercial and government clients.Greater demand for online advertising and volatile business confidence over the past five years have contributed to falling industry revenue. Online advertising typically commands lower prices than traditional advertising, such as print advertising campaigns...read more.

Industry Statistics & Market Size
Revenue
$2bn
Annual Growth 15-20
-1.6%
Forecast Growth 20-25
Profit
Employment
5,688
Businesses
1,639
Market Share of Companies

Industry Threats & Opportunities

  • Greater demand for online advertising and volatile business confidence have driven revenue declines
  • The decline of traditional print media has driven a shift towards digital advertising services
  • Industry players are projected to face mixed conditions over the next five years
  • Industry Report - Industry Investment Chapter

    The Advertising and Market Research Services industry has low capital intensity. Industry firms have limited capital requirements, while labour inputs are high and increasing. Extensive requirements for human inputs and creative processes to develop campaigns, or collect and analyse market research data, mean that large increases in capital investment have limited benefits.For every dollar spent on industry wages in 2019-20, approximately $0.03 is invested in capital equipment, such as computers and vehicles. Capital intensity has remained steady over the past five years due to limited growth in capital investment. The industry has traditionally been labour-intensive, with this trend projected to continue over the next five years. Com...purchase to read more.

    Additional Insights for the Advertising and Market Research Services Industry

    IBISWorld has determined the most important Key Success Factors for the Advertising and Market Research Services are:

  • Access to highly skilled workforce
  • Having a high profile in the market
  • Having a good reputation
  • IBISWorld analysts also discuss how external factors such as Business confidence index and Number of businesses in the Advertising and Market Research Services industry impact industry performance..

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    What's in this report

    What is the Advertising and Market Research Services in New Zealand Industry?

    Industry firms provide a range of advertising or market research products and services to clients. These include creating advertising campaigns and materials; being involved in media buying and planning activities; providing market research services; and supplying statistical services. Industry advertising services exclude the sale of advertising space in publications or broadcasts owned by the same firm.

    Industry Products
  • Online advertising campaigns
  • Broadcast advertising campaigns and services
  • Print advertising campaigns and services
  • Other advertising campaigns and services
  • Online market research services
  • Telephone market research services
  • Other market research services
  • Statistical services
  • Industry Activities
  • Advertising agency services
  • Advertising material preparation services
  • Advertising placement services
  • Direct mail advertising services
  • Market research services
  • Public opinion research services
  • Statistical bureau operations
  • Statistical consulting services
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Business confidence index
  • Number of businesses
  • Consumer sentiment index
  • Household consumption expenditure
  • Research and development expenditure

  • Current Performance
  • Key drivers
  • Industry participation
  • Digital disruption
  • Chart: Revenue Growth

  • Industry Outlook
  • Mixed industry trends
  • Industry participation
  • Opportunities and challenges
  • Table: Advertising and Market Research Services Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Advertising and Market Research Services Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Motor Vehicle Retailing in New Zealand
  • Supermarkets, Grocery Stores and Convenience Stores in New Zealand
  • Banking in New Zealand
  • Tourism in New Zealand

  • Key Selling Industries
  • Computer and Computer Peripheral Wholesaling in New Zealand
  • Data Processing and Web Hosting Services in New Zealand
  • Motion Picture and Video Production in New Zealand
  • Printing in New Zealand

  • Products & Services
  • Online advertising campaigns
  • Broadcast advertising campaigns and services
  • Statistical services
  • Online market research services
  • Telephone market research services
  • Print advertising campaigns and services
  • Other market research services
  • Other advertising campaigns and services
  • Chart: Advertising and Market Research Services Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • Other sectors
  • Retailers
  • Government agencies
  • Motor vehicle dealers
  • Finance and insurance firms
  • Entertainment and leisure firms
  • Real estate firms
  • Tourism, travel and accommodation firms
  • Chart: Major Market Segmentation for the Advertising and Market Research Services Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Chart: Cost Structure Benchmarking – Sector vs Advertising and Market Research Services

  • Basis of Competition
  • Internal competition
  • External competition

  • Barriers to Entry
  • Table: Barrier to Entry Checklist for the Advertising and Market Research Services Industry

  • Industry Globalization
    Statistics New Zealand, WPP AUNZ LTD,
  • Table: Statistics New Zealand - financial performance
  • Table: WPP AUNZ LTD - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Advertising and Market Research Services Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Advertising and Market Research Services Industry
    Includes:
  • Industry Revenue (2011-2025)
  • Industry Gross Product (2011-2025)
  • Establishments (2011-2025)
  • Businesses (2011-2025)
  • Employment (2011-2025)
  • Wages (2011-2025)
  • Wages (2011-2025)
  • Purchases (2011-2025)
  • Profit (2011-2025)
  • Depreciation (2011-2025)
  • Rent (2011-2025)
  • Utilities (2011-2025)
  • Other (2011-2025)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Above-The-Line
  • Traditional mass media advertising through newspapers, magazines, radio, TV, the internet and billboards. Above-the-line advertising is often a broad-based method of reaching targeted markets.
  • Below-The-Line
  • Advertisements that use direct communications, such as direct mail, email or targeted search engine results, price discounts and competitions rather than mass media.
  • Digital Disruption
  • The greater use of digital technologies and systems that reduce the value and scope of traditional products, businesses and industries.
  • Through-The-Line
  • Advertising strategies involving both above- and below-the-line communications, in which one form of advertising points the consumer to another form of advertising.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Advertising and Market Research Services in New Zealand market research report offers insightful industry analysis and research into the market at the national level. IBISWorld’s in-depth industry market research is presented in a logical and consistent format. The industry report contains key industry statistics, market size, industry trends, and growth and profit forecasts for a 5-year outlook period.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Advertising and Market Research Services in New Zealand:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Advertising and Market Research Services in New Zealand market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Advertising and Market Research Services in New Zealand, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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